The Confluence Equation: Where B2B Content & Influencer Marketing Meet
•
5 likes•4,693 views
Presentation at Dreamforce 2017 by Lee Odden on the intersection of B2B content and influencer marketing.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to The Confluence Equation: Where B2B Content & Influencer Marketing Meet
Similar to The Confluence Equation: Where B2B Content & Influencer Marketing Meet (20)
More from TopRank Marketing Agency
More from TopRank Marketing Agency (20)
Recently uploaded
Recently uploaded (20)
The Confluence Equation: Where B2B Content & Influencer Marketing Meet
- 1. How Content & Influencers Drive B2B Marketing Success @LeeOdden - TopRankMarketing.com THE CONFLUENCE EQUATION All artwork by Tithi Luadthong via Shutterstock
- 2. @leeodden #DF17 Interest in Influence is High
- 3. @leeodden #DF17 Hot Topic: B2B Influencer Marketing
- 4. @leeodden #DF17 Influencers Are Blazing a Trail at Dreamforce
- 5. @leeodden #DF17 Everyone is influential about something.
- 6. @leeodden #DF17 “If you’re in business, you’re in the business of influence.” Philip Sheldrake @sheldrake Managing Partner, Euler Partners
- 7. @leeodden #DF17 My Deliverables for You 1. Why & Why Not 2. ROI Opportunities 3. B2B Influencer Use Cases 4. Influencer Marketing Maturity Model
- 8. @leeodden #DF17 B2B Influencer Marketing: WHY?
- 9. @leeodden #DF17 We’re still in the early days of influencer marketing - just 24% of companies have ongoing programs. Source: Influence 2.0: Altimeter, Traackr, TopRank Marketing
- 10. @leeodden #DF17 In discussions about the ROI of brand relationships with influencers, there’s simply no better match than content co-creation. Source: Influence 2.0: Altimeter, Traackr, TopRank Marketing
- 11. @leeodden #DF17 Only 11% of B2B companies running ongoing influencer marketing programs. Source: Influence 2.0: Altimeter, Traackr, TopRank Marketing
- 12. @leeodden #DF17 Attract Engage Convert Retain Advocate Reach new audiences Inspire advocacy Retarget influencer followers Creators bring talent Authenticity & voice of customer Influencer & audience channel match Influencers are trusted Relevance increases action Credibility converts Community participation Showcase employee influencers Create info- taining utility Showcase customers & success Testimonials Create incentives for referrals Influencers Drive Value Over Full Customer Lifecycle
- 13. @leeodden #DF17 $9.60 EMV for every $1 spent Burst Media 10X increase in conversion ratesContent Marketing Institute 37% higher retention rate McKinsey B2B Influencer Marketing: ROI
- 14. @leeodden #DF17 Even Simple Influencer Content Drives ROI 10 Influencers Landing Page with Contact CTA Anchor eBook & Social Content 578 MQLs 26% CR 90% Content Influencer Created
- 15. @leeodden #DF17 Beat avg views goal by 1,000 in 2 weeks Influencer Content Integration - Ungated 80% Influencer Content
- 16. @leeodden #DF17 Exceeded conversion rate goal by 260% Influencer Content Integration - Gated 20% Influencer Content
- 18. @leeodden #DF17 “Working with influencers to co-create content delivers mutual value. When that content is interactive, it creates an experience that is more engaging and inspires action.” Amisha Gandhi @AmishaGandhi Head of Influencer Marketing, SAP SAP: Interactive Influencer Content Drives ROI
- 20. @leeodden #DF17 Organizational Maturity - Influencer Marketing Experiment *Early testing *Warm influencers *Evaluate tech *Developing skills *One off projects *Marketing focus Process * Tactical * Recruit influencers * Tool investment * Campaign based * Transactional * Reach metrics * Maturing skills * Output metrics Relationships * Strategic * Influencer personas * Developed programs * Relationship based * Influencer community * Platform investment * Paid and organic * Multi-departmental * Engagement metrics Authority * CXO sponsorship * Always on engagement * Active brand advocacy * Platform maturity * Advanced skills * Cross functional * Internal influencers * Dominant SOV * ROI metrics Integration * Marketing integration * Platform integration * Process integration * Influencer ecosystem * Employees engage * Advanced skills * End to end metrics Source: TopRank Marketing
- 21. @leeodden #DF17 So When is Influencer Marketing Not Quite Right for Your Brand?
- 22. @leeodden #DF17 “Magic” sales expectations
- 23. @leeodden #DF17 Lack of consensus on strategy
- 24. @leeodden #DF17 Lack of resources to commit
- 25. @leeodden #DF17 Disregard for FTC compliance
- 26. @leeodden #DF17 Unable to measure inputs, outputs and performance
- 27. @leeodden #DF17 How Are B2B Brands Engaging Influencers?
- 28. @leeodden #DF17
- 29. @leeodden #DF17 Shelley Ryan @shelleycryan Global Content Strategist, Dell “A scalable B2B influencer strategy requires standardized definitions, point of view, governance and best practices. A playbook is a great start, but training scales globally.” Dell: Influencer Marketing Playbook & Training
- 30. @leeodden #DF17 Core Playbook & Training Components
- 31. @leeodden #DF17 Audits & Influencer Inventory
- 32. @leeodden #DF17 Schema for Influencer Types & Examples
- 33. @leeodden #DF17 Metrics: Impact to Business Priorities & Audience
- 34. @leeodden #DF17 Mid-Market B2B Software Brand
- 35. @leeodden #DF17 Influencer Integration for Content + Promotion Objective: Create Thought Leadership & Leads “Field Service Engagement”
- 36. Power Page e-mail blast Brand Social Amplification eBook Gated Landing Page Supporting Blog Posts Website Banners Influencer Amplification Influencer Webinar e-mail blast Influencer Introduction Source: TopRank Marketing
- 37. @leeodden #DF17 237 ebook downloads in 30 days $570,000 qualified sales leads $1.5 million projected pipeline revenue Outcomes: Search, MQLs, Leads, Revenue
- 38. @leeodden #DF17
- 39. @leeodden #DF17
- 40. @leeodden #DF17 75% Created by Influencers Beat Lead Gen Goal by 550%
- 41. @leeodden #DF17 Campaign 1: Research Report Campaign 1: Content Planning Survey/Report Campaign 2: Future Proof Content Strategy eBook Campaign 3: Future Proof Content Planning Video Campaign 5: The Future Proof Guide to Content Marketing Interactive Campaign 4: Future Proof Content Measurement eBook • Research Findings + Insights from 6 influencers • Promoted via Blog Content, Email, Influencer Social • Beat benchmark downloads by 300%
- 42. @leeodden #DF17 Campaign 2: Future Proof Content Strategy Campaign 1: Content Planning Survey/Report Campaign 2: Future Proof Content Strategy eBook Campaign 3: Future Proof Content Planning Video Campaign 5: The Future Proof Guide to Content Marketing Interactive Campaign 4: Future Proof Content Measurement eBook • DivvyHQ best practices + insights from 13 influencers • Promoted via Blog Content, Email, Influencer Social, Paid Social • Just launched: At 105% of benchmark
- 43. @leeodden #DF17 Campaign 3: Future Proof Content Planning (Video) Campaign 1: Content Planning Survey/Report Campaign 2: Future Proof Content Strategy eBook Campaign 3: Future Proof Content Planning Video Campaign 5: The Future Proof Guide to Content Marketing Interactive Campaign 4: Future Proof Content Measurement eBook Guide + video interviews with 6 influencers Coming in Q4, 2017
- 44. @leeodden #DF17 Campaign 4: Future Proof Content Measurement Campaign 1: Content Planning Survey/Report Campaign 2: Future Proof Content Strategy eBook Campaign 3: Future Proof Content Planning Video Campaign 5: The Future Proof Guide to Content Marketing Interactive Campaign 4: Future Proof Content Measurement eBook Insights from influencers Coming in Q4, 2017
- 45. @leeodden #DF17 Campaign 5: Master Guide to Content Marketing Campaign 1: Content Planning Survey/Report Campaign 2: Future Proof Content Strategy eBook Campaign 3: Future Proof Content Planning Video Campaign 5: The Future Proof Guide to Content Marketing Interactive Campaign 4: Future Proof Content Measurement eBook Best of all 4 campaigns & influencer insights Coming Q1, 2018
- 46. @leeodden #DF17 Influence ROI Considerations What influencer engagement models should you start with? What will it cost to implement? To integrate? What will it cost if you don’t secure relationships with the top influencers in your industry – and the competition does?
- 47. @leeodden #DF17 Takeaways GET EXPERT HELP Research the market Who are your influencers? Develop a strategy Create a playbook & plan INVEST IN TECH ID needs & specifications Create a pilot Identify, qualify, recruit Measure & optimize ACTIVATE Start with employees, clients and community Invite co-creation Scale what works
- 48. @leeodden #DF17 INTERACTIVE INFOGRAPHIC influencermarketingreport.com Lee Odden lee@toprankmarketing.com TopRankMarketing.com/careers/ TopRankBlog.com LET’S TALKThank You
Editor's Notes
- Lee Odden, TopRank Marketing – 40 Minutes Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.
- One Big Change We Need to Make -
- Photo
- Photo
- ClickSoftware develops software that is used by service companies to schedule and dispatch field service employees. Their software contains advanced decision-making algorithms that help managers optimize their business practices, helping them complete more calls per day, week, month, and year.” Goals Establish ClickSoftware as an industry thought leader and advanced software pioneer Create a compelling digital asset that is compelling enough to be shared on industry websites Challenges Highly competitive industry: Competing with big names like Oracle and Service Max! Create awareness for a newly developed industry term “Field Service Engagement" Opportunities The ability to leverage the client’s existing customer/lead database for distribution of eBook Creating a new industry term and concept can allow you to carve out a niche point of differentiation If you can successfully amplify new and innovative content, you can drive results